Not that long ago, B2B marketing consisted of print ads in an industry-specific publication, trade shows, direct mail, and a Rolodex. Fast forward 20 or 30 years to now, B2B marketers are content creators, influencer champions, CRM conquerors, and more.
B2B marketing has undergone significant changes in recent years, as most things have, driven by the digital revolution and the evolving expectations of customers. As a result, B2B marketers must stay on top of the latest trends to remain competitive in today's market. Here are a few of those trends:
Content marketing has always been a crucial element of B2B marketing, and its importance is only increasing. Creating valuable, informative content that addresses the challenges and pain points of the target audience is critical in attracting and engaging potential customers. With the rise of digital channels, content marketing has become more accessible and cost-effective, making it a popular choice for B2B marketers.
Influencer marketing is another trend that is gaining momentum in B2B marketing. Instead of targeting the target audience directly, marketers leverage the influence of industry experts and thought leaders to reach their audience. B2B influencers can be industry analysts, consultants, or even customers who have an active presence on social media and other online platforms.
Data-driven marketing involves using data analytics to identify and target specific audiences, track engagement, and measure the impact of marketing campaigns. With the increasing availability of data and advanced analytics tools, B2B marketers can now leverage data-driven insights to personalize their campaigns and improve their targeting.
Account-Based Marketing (ABM)
Account-based marketing (ABM) is a targeted marketing approach that focuses on identifying and engaging specific accounts, rather than individual leads. There are myriad of companies and software tools in the space to help you get started. Those include Emissary, Terminus, Rollworks, and Madison Logic just to name a few. ABM allows marketers to create personalized campaigns that resonate with target accounts and improve the chances of converting them into customers. ABM has been gaining popularity in recent years, with more than 90% of B2B marketers considering it a priority.
Video marketing is rapidly becoming a popular tool for B2B marketers to engage and educate their target audience. Videos are an effective way to convey complex information and showcase products or services in action. With the increasing availability of video production tools and platforms, B2B marketers can create high-quality videos quickly and cost-effectively.
To wrap up this longer-than-usual blog, B2B marketing is constantly evolving and it's essential to keep up with the latest trends to stay ahead of the competition. Content marketing, influencer marketing, data-driven marketing, account-based marketing, and video marketing are just some of the latest tactics that businesses can adopt to succeed in today's world. If you need help in developing a personalized campaign that engages and convert potential customers, click HERE to connect with our team.